A movie critic quote for Hannibal Rising was changed to be “more family friendly” for the Super Bowl television spot. TWC changed the original quote from Maxim critic Pete Hammond, “the most terrifying movie of the new year” to “the most electrifying movie of the new year.”

Is there a question of Ethics? According to The Weinstein Company, they worked with Hammond on the altered quote. This is actually something that is done all the time. Sometimes movie studios will suggest exact quotes to certain reviewers before they see the movie. A critic named Earl Dittman is notorious for supplying perfect quo-tables for some of the worst films.

So the question remains, how much studio involvement does it take to become ethically questionable?